China’s largest online seller of FMCG
Numbers on 1mall…
1mall had sales of 1.86 billion dollars in 2013.
It is well known for selling all kind of food &
beverages, including fresh vegetables and
The online food & beverage market grew over
100% in 2012.
1mall also has a reputation for selling imported
milk. In China, 37.2% of imported milk was
sold on 1mall.
1mall’s functionality is very similar to Tmall’s, with sidebars and
special promotions on the front page.
Let’s take a look at how 1mall works:
1mall takes advantage of holidays such as Women’s Day to theme promotions on.
Very specific categories: food, drinks, clothing, cosmetics,
skincare, electronics, etc.- just like on Tmall.
Banner ads on the front page are available, but very expensive.
Promotions for foreign brands get special pages. Clicking on a
promotion for imported milk, we’re directed to this page.
Chinese consumers can filter results based on the
information most important to them, such as fat content.
It’s important to remember that
1mall is a hybrid platform,
featuring both private vendors
and retail products sold by 1mall
So when Chinese consumers search for “organic milk” in Mandarin and see
the results, they are more likely to trust 1Mall than a vendor’s product,
because 1mall guarantees quality and delivery.
A look at a 1mall Product Page
Tmall functionality, FMCG focus.
Click path The categories below are
very important in
determining a Chinese
consumer’s decision to buy.
Click pathDon’t forget that 1mall will
show consumer related
products, lowering conversion
Just as on Tmall,
ratings are crucial
to a purchasing
The time frame for purchasing, packing, shipping, customs clearance,
and health quarantine can be found here, and are also important to
the buying process.
1. Besides product focus, 1mall is essentially
2. Except, vendors compete with 1mall’s retail
products, which generally sell better.
3. 1mall does not have any of the social
integration that adds value to the customer’s
experience on Tmall.
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